THE EVOLUTION OF SELF-PUBLISHING

May Still Dream Of Chat Shows And The TLS Review But That Is Only One Way Of Doing Things”.

While getting a book deal with a traditional publisher continues to be a goal for many authors, for millions of others, selfpublishing is becoming increasingly enticing, not least because it is easier than ever before to quickly create, distribute and market an professional-looking book.

Statistics bear this out. According to wordsrated.com, the number of selfpublished books has increased by 264% in the last five years, with 300 million sold each year (https://wordsrated.com/selfpublished-book-sales-statistics/). However, it is not just the growth in numbers of selfpublished authors that is impressive, but also their success.

According to a 2023 survey commissioned by the Alliance of Independent Authors, self-published authors made up over 50% of Kindle’s Top 400 Books for 2023. The London Book Fair I recently attended featured several standing-room only panels devoted to selfpublishing and the rise of the independent author, attended by hundreds of writers of every age. As one panelist noted, selfpublishing is particularly appealing to those working in genres such as romance, fantasy, and thrillers, especially if they are adept at cultivating their audiences through social media and other avenues.

What Is SelfPublishing?

Self-publishing refers to the process where an author takes control of the entire process of publishing their book. The advantages to self-publishing include:

• Authors no longer need to find an agent to ensure publication of their book

• The authors owns all the rights to their work

• Authors can receive dramatically higher royalty profits

• Books can be brought to market much faster (self-publishing can take months or sometimes weeks, compared to traditional publication which can take up to 18 months or longer).

The disadvantages to self-publishing include:

Alliance of Independent Authors

• More responsibility. The onus is on the author to create as professional a book as possible. This potentially requires more time (and money) invested in marketing, editing, formatting, cover design, etc., although there are increasing numbers of companies providing these services

• More work to get visibility. Book reviewers for major media outlets are more likely to cover traditionally published books as they are considered to be pre-vetted. For the same reason, it can be more difficult to get selfpublished work into bookstores, although this is changing.

Hybrid Publishers

Another option, for non-fiction authors in particular, is hybrid publishing, said author Suzy Quinn, Editorial Director of the UK office of Kevin Anderson Associates, a company offering book- and ghostwriting services. Hybrid publishers occupy a middle ground between traditional publishing and self-publishing. In general, hybrid publishers and authors share the costs of producing and distributing a book. The authors won’t receive an advance, as is typical in traditional publishing deals, but they may earn higher royalty fees.

“With hybrid publishing, you know what to expect”, said Quinn. Because traditional publishing cycle can be lengthy and sometimes unpredictable, it can represent a huge opportunity cost for authors, particularly those in the business or selfhelp fields, who want to know exactly when their book will come out.

Do Your Research

If you do choose a hybrid publisher, however, do your research. Query authors that have worked with them in the past, and ensure the publishers have a process in place to evaluate the books they publish, so that it is not just a vanity press disguised as a hybrid publisher. Examine the books they have produced to discern their editorial and production quality.

Note, too, that a good hybrid publisher can be costly – perhaps up to 30-40K USD. As Quinn stated, “the chance of making your money back is slim”.

Insights From The London Book Fair

• Increased Professionalism. Nearly every panel I attended at LBF noted the increasingly professionalism in the selfpublishing market. Today, many successful self-published authors organize their businesses like mini-conglomerates, hiring their own editors, marketing and publicity experts, proofreaders, beta readers, audio book narrators, cover designers, fulfilment services, and more.

They are aided by new digital tools as well as companies such as Reedsy, where authors can find and hire a wide range freelance publishing professionals, to one-stop shops such as Stardust Book Services, BookBaby (their blog has dozens of tips on self-publishing) and Smashwords (a company focused exclusively on e-books). For those who want name recognition, there are established companies such as Amazon Kindle Direct Publishing (KDP)

• The Importance of Marketing and Publicity. Marketing is hugely important for self-published authors.

Many panelists stated that they devote as much time to marketing as they do to writing their books. Encompassing everything from personal branding on social media to finding and engaging their reader community both online and in person, marketing also includes cultivating publicists, journalists, reviewers, and BookTok influencers (several LBF panels were devoted to ways to utilise TikTok and BookTok).

Many authors mentioned the importance of regular newsletters to keep in touch with readers, along with creative giveaways and promotions

• Increased Splintering of the Market.

Orna Ross, Founder and Director of the Alliance of Independent Authors, speaking on the Rise of the Indie Author panel, mentioned the increased nicheing of the book market and the erosion of the idea of traditional publishing as the sole path to successful authorship. “Now people can be famous to followers and unknown to others. Some may still dream of chat shows and the TLS review but that is only one way of doing things.” Several authors mentioned setting up a discord servers to build their networks and reach their audiences directly. Others are investing in e-commercepowered websites to capture higher sales revenue much more quickly.

• Embrace Technology. Many panelists noted the transformative powers of technology, particularly AI. Increasingly self-published authors are using Shopify, Kickstarter and Book vault for everything from selling their books direct to audiences, to publishing, shipping, and print on demand services. Rise of the Indie Author panelist Michael La Ronn, of Author Level Up, a popular You Tube channel, said that “I think it’s the greatest time in the history of the world to be a writer. AI can help us be the best version of ourselves, from ideation to marketing”. Of course, writers will always still need to write their books, build their relationships with their readers and think of creative ways to grow their audiences. But if you’re willing to put in the time, the rewards for selfpublished writers may be well worth it. As Jo Henry, Managing Director of Book Brunch, a daily news service and information site for the book industry that also runs the Selfies Book Awards said, “there’s no rules for self-publishing except to be prepared for a lot of hard work, to be passionate about your book, and to find a great community to support you – not just readers, but other indie authors too, who are usually incredibly helpful and collegiate”.

By Sarah Midori Zimmerman